Timing is all-important in sales. If we come on too strong too soon, we could damage the rapport we have so carefully built up. Our potential customer could wind up thinking, “I thought you were giving advice. Now, I see you’re only interested in selling your product.” That’s a tricky situation to recover from.

Deciding to buy something can be a bit like falling in love. For some, love is a whirlwind. For most of us, love dawns gradually. It usually goes through phases, beginning with, “What do I want out of this relationship?”

In time, it may mature to asking, “What else could we share together?” Purchasing decisions can evolve in a similar way, up to a point.

We should base our sales pitch on where the buyer is
on their decision journey. Then, we can lead them to the
next phase without them really noticing.

  • I came across an interesting article on HubSpot that I would like to share with you here. We’ll look into the various questions a lead might ask during the selling process that indicate an intention to progress with the purchase.

How Much Will This Cost Me?

Asking questions like, “How much does it cost?” or “How can I pay?” is a positive sign because neither party wants to waste time if the fundamentals are incompatible. This bargaining phase may include other questions like:

  • “What’s the best price you can give me?”
  • “Do you offer financing?”
  • “Are there any discounts available?”

Most of us don’t like having to wait until the closing summary to learn the price of something. The lead has likely done their research and knows all the characteristics of the product itself — the real hurdle is the price.

Working Through Practical Issues

When your lead starts working through practical issues, we could be on the home straight, but there will still be hurdles to overcome. The negotiating continues, this time on day-to-day issues as opposed to price. Time is money. We need to handle questions like these carefully:

  • “How long will rollout take after we sign?”
  • “Could we have everything in place by <insert month>?”
  • “Do you make a single delivery or are phases possible?”

These are vital questions from the lead’s perspective. It is, after all, their money and we have a duty to come up with the goods. We should be upfront regarding what we can and cannot do. A soft promise met is better than a hard promise broken.

Finally, the day comes when an order arrives in our inbox or over the phone. We have met our first objective. If we meet all our promises, more opportunities may arise as our new customer tells their friends — who tell their friends too.

“In sales, a referral is the key to the door of resistance.”

Bo Bennett


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